Protein market surge
- Analysts are forecasting large growth in the global protein supplement market over the next decade. - Allied Market Research projects the protein supplement market will hit $50.7 billion by 2031 with a 7.8% CAGR. - Forecasts point to demand from sports nutrition, plant-based blends, and performance-for-longevity trends in recent market notes (prnewswire.com).
Analysts are projecting years of growth for protein supplements, with Allied Market Research estimating the category will reach $50.7 billion by 2031. (prnewswire.com) Allied said the global market was worth $23.9 billion in 2021 and forecast a 7.8% compound annual growth rate from 2022 through 2031. The firm said powders remain the largest format and that online sales and specialty stores are key channels. (alliedmarketresearch.com) Protein supplements are concentrated protein products made from dairy, eggs, soy, pea, wheat and other sources, then sold as powders, bars, ready-to-drink shakes and capsules. Allied said demand is being pushed by health-and-fitness spending and wider use of sports nutrition products. (prnewswire.com) The buyer base is widening beyond bodybuilders and competitive athletes. Euromonitor said in its 2025 health and nutrition survey that a growing share of middle-aged and older consumers are using sports nutrition products as part of regular exercise routines. (euromonitor.com) Plant-based products are a second growth lane inside the category. Grand View Research said plant-based protein supplements are benefiting from sports nutrition demand and personalized health trends, with consumers drawn to products marketed as cleaner, easier to digest and more sustainable. (grandviewresearch.com) That shift sits inside a broader wellness boom. McKinsey said in May 2025 that the global wellness market had reached about $2 trillion, with consumers spending across categories tied to better sleep, fitness, nutrition and appearance. (mckinsey.com) The protein market is also colliding with “healthy aging” or “longevity” marketing, which pitches products around strength, recovery and staying active later in life. McKinsey and the Future Investment Initiative Institute said in a 2025 report that the global population over 65 is expected to double by 2060. (kwfoundation.org) Forecasts like Allied’s are market research, not company results, and they do not guarantee sales. But the numbers show why brands keep pushing protein into more formats, more age groups and more daily routines. (alliedmarketresearch.com)
